Flutter reports strong 2024 progress on Positive Impact Plan

Flutter Entertainment has published its 2024 Sustainability Report, showcasing progress across its Positive Impact Plan and highlighting its focus on responsible growth and long-term sustainability.

Established in 2022, the Positive Impact Plan outlines Flutter’s global strategy for addressing key environmental, social, and governance (ESG) issues. The plan is built around three pillars: Play Well, Do More, and Go Zero, with customer protection positioned as central to the company's long-term ambitions.

According to the report, 44.5% of Flutter’s customers globally now use at least one Play Well tool, designed to promote safe and responsible gaming habits. The company reported that it remains on track to meet its interim goal of 50% usage by 2026. Investment in promoting safe play rose by 8% during the year, reaching $139 million across Flutter’s international operations.

The operator also detailed its broader social impact efforts. In 2024, Flutter donated $16.4 million to initiatives supporting the communities in which it operates, positively impacting over one million lives. Internally, Flutter expanded programs to promote employee development and inclusion, highlighting its Every Voice Matters commitment.

Environmental progress was also noted, with the company reporting a 5% reduction in greenhouse gas emissions over the past year, advancing toward its long-term net-zero goals.

Peter Jackson, Chief Executive Officer of Flutter, praised the company’s achievements. "Flutter is committed to sustainable growth and setting the agenda for positive change," he said. "We made important progress in many ways during the year, but something I am particularly proud of is how we are continuing to help our customers to Play Well."

Jackson also highlighted the role of the Flutter Edge, the company’s internal platform for sharing resources, data, and expertise across its portfolio, in helping brands grow responsibly and foster industry leadership.

Sue Albion, Group Director of Sustainability and Regulatory Affairs, touched the importance of collaboration across the business. "Through a unified strategy brought to life through local expertise and execution, we have been able to share learnings and drive continuous improvement across our global operations and help define standards for sustainability within our industry, all powered through the Flutter Edge," Albion said.